A new cross-cultural collaboration is bringing together two distinctive worlds of creativity. L’Atelier 1664, the lifestyle platform inspired by 1664 Blanc, has announced a creative association with renowned Indian design house Abraham & Thakore. The partnership aims to celebrate craftsmanship, creativity, and contemporary style by combining modern French lifestyle sensibilities with Indian design thinking.
The announcement was made on March 10, 2026, marking the beginning of a long-term collaboration that will unfold through curated experiences across fashion, design, and cultural spaces in India.
Bringing French lifestyle and Indian design together
The collaboration represents more than just a brand partnership. It is positioned as a cultural exchange that merges Parisian elegance with the thoughtful minimalism that Abraham & Thakore are known for.
L’Atelier 1664 is designed as a creative platform that celebrates modern taste, culture, and individuality. Inspired by the philosophy behind 1664 Blanc — “Good Taste with a Twist” — the platform works with artists, designers, chefs, and cultural tastemakers to create immersive lifestyle experiences.
Through the partnership with Abraham & Thakore, the platform will explore new ways to showcase fashion, design, and culture together. The initiative will feature curated events, design-led collaborations, and experiential activations that reflect both brands’ creative philosophies.
The idea is to connect two different design cultures while celebrating the values they share: craftsmanship, creativity, and refined aesthetics.
A design house rooted in craftsmanship
For over three decades, Abraham & Thakore has been one of the most respected names in Indian fashion. Founded by designers David Abraham and Rakesh Thakore, the label is widely recognized for its understated elegance, clean silhouettes, and innovative use of traditional textiles.
The brand follows what it calls a “fabric-first” philosophy. This approach places Indian heirloom textiles and craftsmanship at the center of design. Instead of focusing only on trends, the designers explore the possibilities of fabric, texture, and structure.
Their work often reinterprets traditional Indian materials in contemporary forms, making the designs relevant for modern urban lifestyles.
Over the years, Abraham & Thakore has built a strong reputation for creating versatile pieces that go beyond conventional fashion categories. Their collections are known for subtle details, architectural shapes, and a minimalist aesthetic that still respects India’s rich craft heritage.
The brand’s approach also embraces sustainability and craft innovation, working closely with artisans and textile communities across India.
The philosophy behind L’Atelier 1664
L’Atelier 1664 was created as a cultural platform inspired by the premium French wheat beer 1664 Blanc. The platform aims to bring together individuals from the worlds of fashion, design, gastronomy, and art.
Instead of focusing solely on product promotion, the initiative seeks to build a creative ecosystem where ideas, style, and cultural influences intersect. The platform’s philosophy centers on celebrating individuality and refined living. It encourages collaborations that showcase creative expression while maintaining a sense of sophistication and craftsmanship.
By partnering with Abraham & Thakore, L’Atelier 1664 aims to highlight the dialogue between French lifestyle culture and Indian design traditions.
Industry perspective on the collaboration
Speaking about the association, Partha Sarathi Jha, Vice President Marketing at Carlsberg India, explained the vision behind the platform.
According to him, L’Atelier 1664 was created as a space that brings together emerging tastes, creative styles, and modern cultural trends. The collaboration with Abraham & Thakore reflects the brand’s ambition to celebrate craftsmanship, individuality, and contemporary style.
He noted that the partnership will combine modern French aesthetics with Indian design sensibilities while creating experiences that highlight creativity and cultural expression. For the designers behind Abraham & Thakore, the collaboration represents a meeting of two design philosophies.
The design duo described the partnership as a fusion of ideas where French “art de vivre,” or the art of living, intersects with the richness of Indian craftsmanship. According to them, the collaboration celebrates heritage while embracing a contemporary approach to design and lifestyle.
Beyond a typical brand collaboration
One of the most interesting aspects of this partnership is its intention to move beyond conventional collaborations. Instead of focusing on a single product or campaign, the alliance is designed as an evolving creative exchange. The partnership will explore how design, culture, and lifestyle intersect. This includes fashion showcases, cultural events, and store-led engagements across different cities in India.
The collaboration also reflects a deeper design narrative.
French modernity meets Indian craftsmanship. Bold blue meets architectural white. Minimalism meets heritage textiles. At its core, the partnership is built on the belief that true elegance often comes from unexpected contrasts. When two different creative perspectives meet, the result can be something both surprising and meaningful.
The role of Carlsberg India in cultural collaborations
The collaboration is part of a broader initiative by Carlsberg India to connect its premium brands with lifestyle, culture, and creative communities. Established in India in 2007, Carlsberg India is part of the global Carlsberg Group, one of the world’s leading brewing companies headquartered in Denmark.
Over the years, the company has expanded its presence across India with a network of breweries and distribution systems. Its portfolio includes well-known brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic, and 1664 Blanc.
The company currently operates 14 breweries across India, including eight owned production facilities and six contract manufacturing units.
Beyond its commercial operations, Carlsberg has a long history of supporting science, art, and sustainability through the Carlsberg Foundation. This foundation-driven ownership model reinvests dividends into research and cultural initiatives around the world.
A legacy of innovation and sustainability
Carlsberg’s influence extends beyond brewing. The company’s research laboratory famously contributed to scientific discoveries such as the invention of the pH scale and advancements in yeast purification. These innovations played an important role in shaping modern brewing science.
Today, Carlsberg continues to invest in sustainability and environmental initiatives through its global ESG program known as “Together Towards ZERO and Beyond.”
The program focuses on five key goals:
- Zero carbon footprint
- Zero water waste
- Zero packaging waste
- Zero irresponsible drinking
Zero accidents culture
The company is also supporting regenerative agriculture initiatives aimed at reducing the environmental impact of farming. These efforts reflect the brand’s commitment to responsible production and long-term sustainability.
What the collaboration means for Indian fashion and culture
Collaborations between lifestyle brands and fashion houses are becoming increasingly common. However, partnerships that focus on cultural exchange rather than commercial promotion remain relatively rare.
The association between L’Atelier 1664 and Abraham & Thakore stands out because it places creativity and cultural dialogue at the center of the initiative. By connecting French lifestyle culture with Indian design thinking, the partnership highlights the global nature of contemporary fashion and design.
It also reinforces the growing international recognition of Indian designers and craft traditions. Over the next few months, the collaboration will expand through curated events and creative activations across India.
These initiatives will likely bring together designers, artists, cultural tastemakers, and audiences interested in exploring the intersection of fashion, lifestyle, and culture. For design enthusiasts, it offers a new way to experience the dialogue between global aesthetics and local craftsmanship.
